The bikinis were pulled from stores after children’s and women’s groups complained that the revealing swimwear contributed to the sexualization of the bodies of small children.
Ellos representative Per-Olf Gustafsson said,
“Ellos is a family company. We do not want anyone taking offense from our assortment. We have erred in this case and we will do our best to ensure that there is no repeat.”
Why would someone want to put a bikini on their baby? A newborn’s skin is so delicate, it should be completely covered when they are in the sun – especially babies who are not old enough to wear sunscreen.